DALLAS — 7-Eleven and Seven-Eleven Japan introduced two proprietary value-priced wines under the Yosemite Road label earlier this week.
The limited-edition California chardonnay and cabernet sauvignon retail for $3.99 ($4.99 in Florida because of state taxes), and are produced exclusively for 7-Eleven by The Wine Group, San Francisco. 7-Eleven decided to source value-wine in particular since wines priced under $5 have enjoyed double-digit sales growth at its stores.
7-Eleven in the U.S. pooled resources with parent company, Seven & i Holdings Co., Ltd. of Tokyo, to help maximizes it’s offerings.
“The development and production of Yosemite Road wines was a global team effort and is just the beginning,” said Kevin Elliott, 7-Eleven senior vice president of merchandising and logistics, in a statement. “By using our collective purchasing power to negotiate product exclusivity and pricing, we can meet customer demand for quality and value, as well as differentiate our brand from the competition.”
The wines will be available while supplies last in the companies’ collective 15,000 convenience, department and grocery stores. Yosemite Road Chardonnay is described as fresh and zesty with notes of apricot, peach and honey, while its full-bodied cabernet sauvignon has juicy plum overtones.
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